North Hill

North Hill Website

The Situation

North Hill, a Boston-area Continuing Care Retirement Community (CCRC), had embarked on an investment of more than $100 million in renovations, new residences, amenities and expanded programs and was looking for a fresh approach to attract new residents on the younger end of the retirement spectrum.

The Strategy

A new initiative called the “True North” project was conceived to target these new prospects. Tasked with updating North Hill's online presence, Creating Results determined that the best way to support this effort was to develop a web site that better reflected the community's high-design residences and vibrant living opportunities.

The Solution

Creating Results built not one -- but three -- websites using a single Content Management Solution platform so that content could be shared and would be easy to maintain and refresh. Three “wrappers” were designed, each matching offline branding and creative: a main site (NorthHill.org), a project site (TrueNorthEvolution.org), and a password-protected site accessed by the sales team via a touchscreen in the Welcome Center. Key components of the sites included:

High-quality photography, video and rich media make the sites compelling for new and returning visitors.

Multiple opportunities for feedback and interaction (“share green living tips and win a prize”) were integrated, based on Creating Results’ proprietary research showing that Boomers and seniors enjoy opportunities to engage via comments and polls.

Integrated event registration to support a new, ambitious offline offering of courses for area seniors.

Multiple ways to share content via social networks.

Site architecture and copy optimized for search engine visibility.

Clear calls to action relating to business results: registering for email and requesting information.

The Results

After the new, dynamic websites that Creating Results developed went live, web traffic nearly doubled, page views went up by roughly 50% and the percentage of new visitors each month increased by 10 points. In addition, a steady stream of new leads was added to North Hill's database via event and email registrations.

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